THE PR VERDICT: “F” (Full Fiasco) for the Malaysian government and Malaysia Airlines. (Pictured: Hishamuddin Hussein, Malaysia’s Minister of Transport.)

At press time, the mysterious disappearance of Malaysia Airlines Flight 370 was nearing its second week. As time goes by it seems the Malaysian government knows less, rather than more – and what was thought to be known is corrected.

As a NewYorker.com article details, the few facts on hand are fluid. There is the timing of the Aircraft Communications Addressing and Reporting System, first reported as being turned off 12 minutes before the final communique from the cockpit. Now authorities admit they don’t know when it was switched off. The direction of the plane before it fell off radar was also wrong, costing time and untold millions in wasted search efforts. And while the crew and even passengers were initially not suspected as part of the disappearance, all, especially the pilot and co-pilot, are under intense scrutiny.

Relatives waiting for news of their family members have progressed from shocked to angry, shouting at Malaysian officials at press conferences. Some have become so mistrustful of the information being given, or withheld, that they’ve threatened a hunger strike. Experts, unable to guess what might have happened (with one quiet exception) can only agree on one thing: the Malaysian government has, in trying to handle this situation alone, prolonged and even contributed to the mystery.

THE PR VERDICT: “F” (Full Fiasco) for the Malaysian government.

THE PR TAKEAWAY: In times of disaster, opt for complete transparency. Had Malaysia accepted offered help from the United States and other governments, there might have been at the very least a few more iron-clad answers. Even the US and Russia collaborated at the Olympics to thwart terrorist threats. At this point experts are coming to the conclusion that we may never know what happened to Flight 370. The only thing anyone can be sure of is that in situations such as this, being secretive never pays.